Viral web chats, audience direct conversation, product giveaways, poignant brand ownership, and streaming relevant content. All of these tactics are creative, low-cost or no-cost marketing techniques employed by entrepreneurs and rap artists Quincy Jones III and Chamillionaire (inspired by the theme of the 2009 Global Innovation Tournament Challenge). In this clip, both artists discuss some of their best frugal strategies in casting a net for the widest audience online, and the great rewards their efforts have unearthed, including album and ticket sales, and the sale of over five million ring tones.

Waiting for the right deal, rather than the merchandizing deal at-hand, is a trade-off that artist/entrepreneur Chamillionaire is willing to wait for, with a keen eye toward authenticity at every turn. Quincy Jones III adds that a successful musical artist product roll-out requires thinking across multiple platforms and multiple media. Business models have changed in the digital age, and it's no longer the job of the artist to dictate. Instead, exploring the fan-base who appreciates your work for creative ideas like iPhone apps and logo design, using them as a sounding board for new music and visuals, and bringing them into the creative fold, have become a pivotal part of the modern music artist's marketing plan.

Artists Quincy Jones III and Chamilionaire discuss the myriad ways that online media and technology have leveled the playing field for "e-hustling", or the pursuit of entrepreneurship. Jones equates the Internet to the turntable when it comes to its thumbprint on hip-hop culture, whereas Chamillionaire extols Twitter as a frighteningly efficient - and more cost-effective - PR machine than a professional publicist.